Measure offline impact to boost natural search budgets

When multichannel marketers think about search marketing, they typically focus on the impact it can have on online behavior, observes Nathan Safran, on the Conductor blog. They closely monitor such metrics as conversions, cart abandonment, Web page bounce rates and traffic sources, but far fewer focus on the offline impact search marketing spend can have. Tying the two channels together has historically been difficult to do. Safran details here how the offline impact of search marketing is undervalued in any ROI calculation that does not include sophisticated attribution modeling, and offers possible solutions.
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